Sound Affects.
Saatchi & Saatchi Middle East and sonic branding agency Sixième Son built a sound-effects library of PTSD triggers, sold to producers, with all royalties going to trauma support.
- Brand
- Sound Affects (with Sixième Son)
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
Sounds such as gunshots, sirens and helicopters can set off PTSD episodes, and the campaign cites research linking most episodes to sound. Survivors, including refugees, often lack access to psychological care.
The idea
Foley artists recreated trigger sounds from everyday objects and the clips were sold at soundafx.me to people who buy sound effects for film, advertising and audiovisual work. Each sound is tied to a real story, such as a Kabul refugee for whom a sewing machine recalls tanks in her street. All royalty proceeds go to NGOs that provide psychological treatment and trauma support. The film was produced by Truffle Film with Mindloop Studios.
Case study source: Campaign Middle East Source ↗
Awards
- Clio Awards 2025Clio HealthBronze
Credits
- Creative agency
- Saatchi & Saatchi Middle East
- Additional company
- Digitas Dubai
- Additional company
- Sixième Son
- Additional company
- Mindloop Studios
- Production
- Truffle Film
- Head of Agency, Saatchi & Saatchi Middle East
- Ramzi Sleiman
- Chief Creative Officer, Saatchi & Saatchi Middle East
- Sebastien Boutebel
- Chief Strategy Officer, Saatchi & Saatchi Middle East
- Tahaab Rais
- Executive Creative Director, Saatchi & Saatchi Middle East
- Gautam Whader
- Senior Creative Director, Saatchi & Saatchi Middle East
- Bruno Barbosa
- Creative Director, Saatchi & Saatchi Middle East
- Mirko Arico-Torreno
- Senior Copywriter, Saatchi & Saatchi Middle East
- Rohan Kodialbail
- Art Director, Saatchi & Saatchi Middle East
- Sharon Argosino
- Copywriter, Saatchi & Saatchi Middle East
- Thea Noun
- Motion Designer, Saatchi & Saatchi Middle East
- João Xavier
- Motion Designer, Saatchi & Saatchi Middle East
- Michael Marmito
- Business Director, Saatchi & Saatchi Middle East
- Karim El Kari
- Associate Business Director, Saatchi & Saatchi Middle East
- Lea Maalouli
- Business Director, Strategy & Insights, Saatchi & Saatchi Middle East
- Adrian Mutescu
- Associate Director, Strategy & Insights, Saatchi & Saatchi Middle East
- Mongi Bhouri
- Head of Production, Saatchi & Saatchi Middle East
- Shereen Mostafa
- Associate Director, Post Producer, Saatchi & Saatchi Middle East
- Tania Hage
- Senior Creative Director, Digitas Dubai
- Eduardo Branco
- Creative Director, Digitas Dubai
- Caio Gandolfi
- Creative Director, Digitas Dubai
- Rodrigo Rocha
- Senior Art Director, Digitas Dubai
- Fabio Koriyama
- Senior Content Creator, Digitas Dubai
- Greg Szalontai
- Senior Designer, Digitas Dubai
- Marie-Line Hindi
- Business Lead, Digitas Dubai
- Nour Abou Alwan
- Business Director, Digitas Dubai
- Nada Abboud
- Managing Partner, Mindloop Studios
- Ahmad Haffar
- Managing Director, Sixième Son
- Laurent Cochini
- UX Creative Manager and Head SFX Artist, Sixième Son
- Alexis Mangou
- Project Management, Sixième Son
- Emma Hameau
- Global Communication Director, Sixième Son
- Sophie De Busni
- SFX Artist On Camera, Sixième Son
- Maaz Shahid
- Executive Producer, Truffle Film
- Michel Abou Zeid
- Executive Producer, Truffle Film
- Cynthia Chammas
- Director, Truffle Film
- Danielle Rizkallah
- Producer, Truffle Film
- Antoine Taymour Sfeir
- Production Manager, Truffle Film
- Anthony Zouein
- Director of Photography and Editor, Truffle Film
- Malek Hosni
- Camera Operator, Truffle Film
- Rony Khoubieh
- Sound Engineer, Truffle Film
- Ralph Atallah
- Head of Post-Production, Truffle Film
- Mary Bou Akl
- Art Director, Truffle Film
- Rahaf Jammal
